Creativity

Save the Children Highlights Child Mothers in Hard-Hitting Mother's Day Campaign

A Dark Twist on This Weekend's Celebration

By Alexandra Jardine. Published on May 11, 2017

Editor's Pick

Save the Children is using U.S. Mother's Day this year to highlight child pregnancy, creating a hard-hitting website that suggests gifts for "Child Mother's Day."

The site, created by JWT New York, is styled like a traditional gifting site and portrays a range of "gifts" suitable for a 12-year-old pregnant girl, including chocolates to help feed her and her children, a teddy bear to cuddle on nights hiding from her abusive husband and flowers to help brighten her bleak existence.

Visitors can click to donate the "price" of the item (all are $5.99, the price of an average Mother's Day card) to Save the Children in order to help child mothers. Delivery notes read: "Your donation can deliver child mothers from harm and give them their childhood back."

The site is supported by a social campaign to drive engagement and awareness online.

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About

Credits

Date
May 11, 2017
Agency:
JWT New York
Chief Creative Officer:
Brent Choi
Client:
Save the Children
Executive Creative Director:
Leslie Ali
Creative Director:
Dominic Al-Samarraie
Copywriter:
Christina Pitsinos
Art Director:
Claire Healy
Studio Photographer:
Izzy Levine
Videographer:
Justin Snow
Global Planning Director:
Jessica Strode
Global Planning Director:
Marina Pen
Business Director:
John Danbeck
Project Manager:
Greg Lustberg
Project Manager:
Anthony Melendez

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